With The Dreamery, Casper Redefines Experiential Marketing


The Dreamery by Casper pop-up

For a brand that was founded as an e-commerce play, Casper is redefining the brick-and-mortal retail experience with an emphasis on experience. From its series of sleep shop pop-ups to its retail partnerships with Target, West Elm and Nordstrom and its first permanent store in New York, it’s now enhancing its Sleep Stores with The Dreamery, a nap bar near its NYC flagship where the public is invited to snooze, rest and recharge on one of its mattresses—and pay for the experience.

The four-year-old startup, whose backers include Leonardo DiCaprio, Tobey Maguire, Adam Levine and Ashton Kutcher, champions sleep as an essential pillar of wellness and aims to help people reimagine the importance of sleep. (The better to sell its mattresses, pillows and sheets, of course.

In 2016, its Nap Tour sent two “napmobiles” (each equipped with four napping pods) roaming across North America. The following year it opened a Casper Cottage in Toronto as it expanded its retail concept stores, and literally elevated its sleep experience with a partnership with American Airlines. Along the way, it used content marketing to build its brand—but last year it folded its Van Winkle magazine and shifted its marketing efforts to experiential marketing and retail.

Have you booked your nap session yet? What about now? : @cyndiramirez

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While its stores offer 20-minute trials that can be booked online, none of them compare to The Dreamery, which is not your typical mattress showroom. Using data and insights from customer feedback—following thousands of nap trials and nearly a million customers—Casper hopes visitors will find the ultimate sleep experience at visit the NYC pop-up.

Enter the Dreamery

Casper / The Dreamery / New York

From the moment they arrive at 196 Mercer Street, located between Houston and Bleecker streets in New York, The Dreamery greets customers with a starlit entryway and dreamy  murals to minimalist, spacious sleeping nooks.

Visitors can book a 45-minute snooze session for $25 USD, which can be booked on Casper’s website, via ClassPass or Mindbody, or in person upon arrival.

Casper / The Dreamery / New York

La La Land in NY

The goal is to gently transition visitors from the buzz of downtown New York City and help them drift off to la-la land. The Dreamery’s nine private sleep pods feature a Casper mattress and crisply made-up pillows and sheets.

Guests can get in the mood in the lounge, where they can enjoy complimentary beverages and by relaxing with sleep-enhancing amenities: loaner galaxy print pjs from Sleepy Jones, deluxe skincare samples from Sunday Riley , toothbrushes and toothpaste from Hello products and cards highlighting the Casper x Headspace “sleepcast” guided meditations.

Now they’re ready to drift off in their private nook.

Casper / The Dreamery / New York

Sleep Pilot

“The Dreamery is about making sleep and rest a part of our regular wellness routines — similar to how many people prioritize a workout class,” stated Casper co-founder and COO Neil Parikh. “The concept enables us to pilot new ways of bringing better sleep to more people and to more places—whether that’s here, the workplace, airports, or beyond.”

Casper / The Dreamery / New York

The experiential marketing is clearly paying off. In January, following only its third full year in business, the company’s total revenue since inception has grown to more than $600M, with almost $240M in backing to date.

Take a closer look below: